GLP-1 drugs are shaking up the food and beverage industry. And more disruption is yet to come: as new drugs enter the market.
And these drugs are opening up opportunities for a once-small, but now growing, category of RTD shakes.
From weight loss to nutrients
Going by many names – meal replacement drinks, complete nutrition shakes or protein shakes – brands like Boost, Huel, YFood and Premier Protein have been around for years.
But the role of such drinks has changed.
These drinks have traditionally been about satisfying people’s hunger quickly and easily: for example, targeting busy workers who don’t have time for lunch or to fetch a snack.
Or they’ve been about giving a protein punch to people in the gym or after a workout. And for people looking to lose weight, products have been positioned as ones that could help satisfy hunger with a lower calorie, healthy products.
In today’s GLP-1 world, that has shifted. Weight loss is, of course, still centre stage.
But here’s the nuance: these products are no longer necessarily about satisfying hunger, they’re about meeting strict and focused nutritional goals.
Growing market
These products have been around for a while: but they’ve now seen a significant uptick in growth.
And while the focus might have changed, the convenience and all-in-one nature of the drinks still holds strong appeal to consumers. Products help meet consumers’ needs with busy lifestyles.
“If you look at one of the biggest growth areas that has come up over the last couple of years, it’s some of the milk-based products for protein,” notes Sean Harapko, EY Americas consumer products growth and beverage sector leader.
“It’s a two for one: getting hydrated and also getting protein or nutrients in there as well.”
Protein focus
Right now, the biggest attention is on protein. It’s a trend that nearly all consumers are aware of: with the ‘proteinification’ of everything across food and beverage.
And GLP-1 users know that this is something they need to be attentive of.
“The faster you lose weight, the greater percentage of that weight loss is lean muscle mass,” explains Gary Stibel, founder of New England Consulting Group.
“So people who are consuming liquid meal replacements are after protein; particularly if you’re on GLP-1 drugs. And to avoid Ozempic face, you also need collagen.”
“The smart money is investing heavily in products that provide these nutrients,” said Stibel.
Brands, therefore, need to think carefully about what GLP-1 users are looking for in their products.
Nutrition shakes have a unique opportunity to cater for GLP-1 users: and delivering the right nutritional profile will be key.
